Let’s be honest — some online ads simply don’t work. At least we think that they don’t. Or better put, we judge them before knowing the real reason they don’t… Now, there are almost unlimited ways to reach your target audience on the internet: targeting people who search on Google with your search ad, capturing people’s attention with your promoted social media post, direct messaging on LinkedIn or creating a short video on Youtube. There are many channels and many types of ads that can use to target your potential customers.
But why the heck don’t they work for you? Many businesses have rapidly grown thanks to online advertising and yours hasn’t. What is it that makes your campaign inefficient?
First of all, be clear on the problem you are facing. What metrics say that your campaign is not working? Is it the ROI (return on investment — easily put, how many dollars are you making out of 1 dollar you invest in the ad), cost per lead (in case of lead generation campaigns) or number of people your campaign reached? When reporting on your marketing efforts, make sure to be as precise on the desired metrics as possible. “Thoughts” are the worst reporting tool.
Secondly, who is running your ads? Is it you who has access to all the important metrics and reporting or do you outsource ad management to someone else? If so, are they fully transparent on the process of a campaign setting? Do they let you “watch the chef while cooking”?
Let us be clear: this point is crucial. Online advertising is not a black box. It truly works and increases the ROI if done well. But if not, there is no positive ROI, just money thrown out of the window… What I am trying to say is, that there will be plenty of companies charging you for the ad management who are not truly willing to help you. As a result, your campaign ends up being inefficient.
Let’s say you are running the ads on your own and still suffering from lack of efficiency. We won’t let you down. We’ve prepared a few points which — when done well — will increase your ad efficiency.
There is nothing worse than targeting someone who is not interested in what you offer. Everything else might be done perfectly, but if the target audience is set inappropriately, nothing will save you (and your wallet). In marketing theory, knowing your target audience is the very key. For your online marketing efforts, there is no difference! All in all, when running your ads (on any channel), make sure to select the target audience that equals your ideal customer profile.
Another cause of an ad being inefficient is to have an audience that is too broad. Your marketing budget may not be high — which is completely fine — therefore, be very selective and specify the audience to one that is narrow rather than broad.
To give you an example, when targeting potential house buyers, go for specific ZIP codes or nearby cities where the majority of the demand can be generated. If you know that your audience is between 30 and 50 years old, narrow it down! These are great incentives that help you keep your audience as relevant as it gets.
As said, there are dozens of channels you can use to reach your audience. But ask yourself a question: Where is your audience? Where do they spend time? How and where do they want to engage with you?
Having thousands of options does not mean you need to use all of them. On the contrary, being selective is a much better approach. Put your customer at the center of your activities and, trust me, your efforts will pay off!
I know, I know… You want to see an example of what I mean. Here you are: Let’s stick with our real estate business for now. Your audience is people living nearby, let’s say, San Francisco, between the ages of 30 and 55 years old. You recently heard that Instagram and Tik Tok are the new channels to use! You feel excited about using new social media platforms to reach your audience, don’t you? But is your audience on these channels? Let me answer that question: they probably aren’t. Most likely, these people will engage with you on Facebook, Google or Youtube. Therefore, choose the channels wisely and ALWAYS think of your audience first. Don’t follow the hype.
I don’t mean replacing English with Spanish. What I have in mind is the whole message, the content the user sees — be it video, headline, description or a picture. Remember that choosing the right channel according to your target audience is just the beginning. The users don’t care how far you’ve come to target him or her in the most precise way! What they care about (and what they interact with) is the content — your ad. Make sure to work with your USP (unique selling points — things that differentiate you from the competition) and the desire your target audience has. Empathize with your audience, combine their values and desires with your unique message and I promise you won’t lose this battle!
We’ve covered the most important factors. But what if these are done well and you still can not reach your goals? Maybe you are not really trying to. By that I mean literally trying — TESTING what works best. AB testing, as marketers call it, is a simple idea of testing 2 or more things and seeing what brings better results.
I may have forgotten to say that online marketing offers you the ability to track practically everything! Having this said, seeing which one of your messages (be it two different pictures) or your channels works best if totally feasible.
In order to get the best results, I recommend running AB tests for every campaign you start! Always work on optimising and improving your results.
Sometimes your ad just gets exhausted! There is even a term for it: ad fatigue. This happens after your ad has been efficient for some period of time, but happens to decrease its efficiency rapidly as time flies. The reason is pretty obvious. As you run your ad, targeting a certain audience, more and more people see it. Your target audience is limited, so you may reach a point where as you invest more, you only increase the frequency, but do not reach more people! Simply put, you reach a level where you invest in making the people who already saw your ad see it more times.
See the graph below that shows what I have in mind:
What should you do when your ad reaches this point and starts to get exhausted? Change something! Be it the message (content), channel or targeting. You may want to make your audience more broad as this exhaustion occurs due to a narrow audience. Changing something will start a new loop in which your campaign will be efficient again.
The whole time, we are speaking about running your ads across multiple channels (Facebook, Instagram, Google, …) which is not always intuitive. When setting up your campaign, you might have missed something that badly determines your campaign and, thus, brings you bad results! There can be a million things that can go wrong — starting from the campaign objective to the placement you choose.
Is all your revenue coming from one source? That's a huge risk! Using a single sales and/ or marketing channel to market your business might be a fatal mistake for you. Single-source dependency means over-reliance on one thing and that could ruin your business. It's like having no backup. As much as you diversify your effort into various marketing channels and revenue sources, it’s unavoidable that you find a disparity in results. But that’s not to say you should stop doing it. You never know when a small revenue driver can become your main income and vice versa.
Some businesses are dependent on one revenue source so they make themselves unduly exposed to forces outside their control. What if that source is over?
For lots of businesses this source is Google, when sales are primarily driven through Google Ads. And they take huge hits when a new competitor outbids them.
Are you using Instagram to attract qualified real estate leads? Or are you merely relying on Facebook?
Things changed in the last years and social media platforms as well. Instagram is one of the platforms that has grown dramatically in the last decade. In the beginning of 2012 it started with “just” 15 million users. After 8 years the user base grew to over 1 billion in 2020. Not just these numbers is a reason to consider using Instagram in your business.
In most of 2019, almost forty percent of adults were on Instagram. This number will grow rapidly in the next few years, so it makes IG a great place to reach your potential clients.
Instagram is based on connecting people. It is therefore, very easy to communicate directly with your followers or even potential customers, whether publicly in comments or in private messages. In addition, the Instagram application is very well optimised, so it is comfortable and easy for the person on the other side of your communication.
Instagram is based on visual content. People like it and spend a lot of their time looking at a variety of photos, pictures and videos. Embrace it when you have something to show. Photos of houses are very popular on Instagram and this is a huge opportunity for you! Show the properties you are currently offering.
Instagram is an engagement powerhouse. Brands see 10x higher engagement here than they do on Facebook. It's because the interaction with the content on instagram is much more natural and convenient for users.
When you offer your services on Zillow, Realtor, or Trulia, you compete with almost all real estate agents. On the other hand, according to FitSmallBusiness.com, only 14% of agents are on Instagram. It gives you a big advantage. Up to 83% of buyers want to see pictures of properties online.
Instagram is a part of Facebook. It brings great advantages. Via Facebook Business Manager, you can publish ads on Instagram with very precise targeting. This allows you to reach potential customers using a number of parameters, such as where they live or even whether they are considering buying property. If you are not sure about the Business Manager, try our groost app, that simplifies the whole process to just 7 steps.
Essentially, hashtags are an SEO on Instagram. It is a tag in the description of your post and it allows users who are not following you, to find your content and, hopefully, follow you. Basically, you have two types of hashtags, global and local. Local hashtags are best if you are running a business account or have a physical location and want to promote locally.
From the very beginning, Instagram was designed to publish visual content. With the official mobile app, it's very easy and fast. You have a variety of tools to edit your photos and videos on the go.
Live streams are becoming more and more popular. It turns out, according to this study, that up to 82% percent of people prefer live videos compared to social media posts. And 80% of users would rather watch live videos from a brand than read a blog. Because it is honest and authentic. Take this opportunity to present the property you are currently selling.
On Instagram, you have basically 2 types of profiles. Personal and Business. The business one offers you more features that are essential for your business. One of the features is called Insights. You can see several charts and numbers here and use this to analyse your audience to find out what is and isn't working.
In the end, Instagram is a free platform. Anyone can use its features for free and that is the reason why Instagram has over 111 million active users in the U.S. alone.
What to say at the end? Instagram is apparently a platform that you shouldn't ignore in 2020. It has many benefits for your business and its influence will grow.
If you are reading this then you have probably heard of Instagram. It is one of the most popular social media platforms in the world. With over 1 billion monthly active users and more than 500 million daily users.Nowadays more and more businesses are using Instagram as a key marketing tool when it comes to online marketing.
But it is important to do your research and learn the ins and outs about marketing on Instagram. So you can enjoy all the benefits it has to offer and create the best possible marketing strategy to ensure great results.
Your main objective is to find your target audience and engage with them in the best way possible. This is achievable by using a number of key tactics and data which are all available to you via Instagram. Studying this information will help you come up with the best marketing strategy for your business. Which will help you reach your targeted audience to ensure you are offering your product or services to the right people.
Sound interesting. Here are the key methods to finding and engaging with your targeted audience on Instagram.
Gone are the days of driving through different neighborhoods and searching for houses and apartments with the for-sale sign. With around 50% of new homeowners finding their new homes online and only 7% finding it through the traditional yard sign it is easy to see why online advertising is becoming very important and effective in the real estate industry. More and more buyers are using the internet to search and find their dream house and it is easy to see why. Today’s technology allows us to search for any corner of the country for properties from the comfort of our living rooms.
So, with everything happening online here are 5 effective ways to sell houses with online advertising.
Have you ever wondered about how it is possible that you actually like the products you see in your feed? That is because of the targeting. You should always know who you are talking to. Who is your buyer persona? If you know it, you can tell Facebook what your potential customers look like and Facebook will target them.
Facebook allows you to target custom audiences, lookalike audiences and saved audiences. The saved audiences are our topic in this article. Those are the audiences that you can define by choosing people’s interests or location, demographics, used devices, income level, etc. You can create Saved Audiences both in the campaign setup phase or in the Audience Manager. To narrow or broaden your audience, you can combine those as much as you like!
Regarding demographics-based targeting, you’ll get plenty of topics to refine your audience based on many options. The basic 3 are: Age, Gender and Language. That’s easy.
Location targeting allows you to pick the whole country, a city, or a specific radius around a pin you drop on the map. Imagine you are a realtor and you have a perfect house to sell in California! As an example, you can target people currently traveling or planning their next trip right there… To read more about the location targeting, read this article.
What is interesting here is the interest-based targeting! Interests are one of the best (and easiest) targeting options. They allow you to target people interested in a specific subject related to your product. Does it sound like a good option to target people interested in your competitors or the market segment you are in? To target people based on interests, you can either browse the menu with hundreds of interests or simply type some of them in and see what Facebook can suggest and offer you.
Everytime you edit your audience, you can check your potential reach and estimated daily results based on your campaign objective.
How does Facebook know? The interests are based on its users’ likes, apps they use, Pages they’ve followed, and more. Adding more than one interest will target people with at least one of them so you’ll broaden your reach.
Behaviour-based targeting allows you to target Facebook users by their purchase history, events they were interested in, personal anniversaries, etc. This data is gathered by Facebook analyzing many factors and also using external data sets.
You can include or exclude people based on another kind of information or connections e.g. ads they click, pages they engage with, the mobile device they use or the speed of their network connection. Interesting, huh? You can read more in Facebook article about best practices for detailed targeting.
Pretty much everything is summed up in the picture above. To save your time, save your audiences, so you can always use them again, copy them to make small changes and have a brand new one.
To read more about this topic, you can download our e-book below!
Have you already come across social media posts tagged with “Sponsored”? Do you wonder what they mean and on which principle they work? Good question! An even better one would be, how can these posts help you reach way more people than you do with your organic posts – the ones that you publish on your social media timeline? In today's post, we will uncover not just that, but also concrete steps to get started!
Truth be told, you can use these types of posts to reach many more people than you do today…
But before we jump into what a sponsored post means, let's look at what it doesn't. Say that you run an Instagram profile and add posts to your profile. So do we. This is what it looks like:
These posts are the ones that appear on your social media profile and most importantly, on the feed of your followers and friends. The ratio between the number of people you reached with your posts and the total number of followers is your ORGANIC REACH. The more people who follow your profile, the more people you can reach with every one of your social media posts. Therefore, it is important to build your audience.
But what if you want to reach more people? What if you want to expand your reach to someone who hasn't liked your page yet? Both answers will be clarified, go ahead and continue reading...
In regards to the organic reach, we have to tell you the cruel truth. The organic reach is constantly decreasing. What that means for you, is that you no longer reach the same number of people as you did before.
We have covered this topic more thoroughly in this article, but to point out the importance of this decrease, see the graph below:
From 2012 to 2016, the organic reach on Facebook has sunk to almost zero…
Let's do some math to understand it perfectly. Say your page or profile has 10,000 followers. Due to the organic reach decline, your organic posts may reach between 300 and 800 people based on its performance – making your organic reach between 3% to 8%. Now the chance that some of these 300 to 800 people interact with your content is way lower than if you reached 3,000 to 8,000 people (call me captain obvious). It may sound logical and totally clear, but ignoring this fact and relying solely on your organic reach may cost you your share of voice or market share. In other words, you may lose your followers, fans and customers if you don't act.
Now that we've come through what organic posts mean, let's finally clarify what these “sponsored” posts are that serve you targeted content on your social media feed…
Refresh your Facebook or Instagram feed and scroll for a few seconds… Stop, there it is! A post that looks like any other one with one small difference. It is tagged with “Sponsored” in the upper part. Can you see it?
You will find plenty of these on your feed. And most of them will be perfectly targeted at you – based on your interests and preferences. Now the key is to leverage this feature for you and your business, isn't it?
Let's dive into how this sponsored content works. Facebook, Instagram, LinkedIn, Twitter, Tik Tok and other social media platforms allow you to run ads through their advertising interfaces. You sign up, learn how the platforms work and jump straight into promoting your content. These interfaces – let's call them the Campaign Manager Accounts for now – remain unknown to “ordinary” users. It's all the magic that “happens in the background”.
Let's take Facebook as an example. Say I want to promote our post that has been (organically) published on our timeline:
Organically we didn't reach as many people as we'd like to. Let's promote the post then…
Either in Facebook Business Manager or tools like our own app, you can follow a few steps and create your campaign – sponsor a post. By defining your goal, marketing persona, budget and message, you can expand your reach and speak to people that have never heard of your business before or show your content to followers you'd not have been able to reach organically.
Going back to our example, let's say that we want to target small business owners in California. According to data from Facebook, we could reach 290,000 people, respectively 277 to 800 people a day for less than $10 a day.
Yes, promoted posts are about investing something into expanding your reach. But as you see, you don't have to sit on millions of dollars in marketing budget to speak to more potential customers than you probably do today. You don't even have to sit on hundreds of dollars to achieve your goal of reaching more people…
Not to say that when they purchase from you, your investment is back – with interests (or margin:)
This is what the set up would look like...
With only a few clicks – in case you use tools that simplify this process – you are able to start your campaign (sponsored post).
The best thing is, that you target your posts solely at people who are relevant to your business. In other words, you tailor your content to people that can become your customers, followers or fans.
Say you run an eshop with accessories. You sell watches, necklaces, small pieces of clothes, rings and other goods. You have two types of products: those made for men and those made for women.
You manage your Instagram profile and post content about your customers’ satisfaction (reviews), newest pieces of clothes and inspiration as to how they fit with other outfits. This content can be interesting for both men and women. But what if you want to run a campaign targeted solely at men with the goal of selling all the men's watches that have been sitting in stock for a long time? That's when the sponsored post comes into play…
The process has already been described: you define your goal (sell more watches), marketing persona (men in California between 25 and 45 years old, interested in fashion), choose which channel you want this post to appear on (Instagram), set your budget and campaign length ($5 a day for 7 days) and finally, create your great content – the ad that your potential customer sees on his feed. Say your post looks something like this:
Thanks to this campaign (while using the setting in the brackets), you are able to reach more than 7,000 people. And you've invested $35 in total. Awesome, isn't it?
Is this the only option to increase your organic reach, you may ask? It's definitely not. Marketing is all about synergy. You may want to combine more tactics to achieve the best results.
Let's go through some tips & tricks that can work perfectly with (or without) promoting your posts.
Again, this may sound obvious, but is not always completely understood. Creating super engaging content comes first, along with understanding your audience! If you don't know who you're talking to, your speech can never really resonate, right?
It's like in life. Imagine you go on a date with a pretty and intelligent woman who is into fashion and yoga. You spend the whole time speaking about the Super Bowl! How would that date end? You probably know the answer...
The same applies to your social media profiles and any content that you publish. If you create something that no one's interested in, you decrease not just your reach, but also engagement.
Start with defining your marketing persona and create content that they find interesting, educating, funny or shocking – anything that goes with your brand.
If you do so, your followers will like, comment, share and recommend your content and products. Thus, you can leverage the real power of social media: the snowball effect that happens once people share your content.
Let me share one secret with you. Your followers are not only on Facebook or Instagram. They also use other platforms like Youtube, Pinterest, LInkedIn or Tik Tok. In fact, an average American Internet user has more than 7 social media accounts. That being said, you should definitely leverage the potential to reach your audience where they are (and where your competitors probably aren't… yet).
Platforms like LinkedIn or Tik Tok have a much higher organic reach now. They are where Facebook was a few years ago. That may change as they grow and decide to monetize their audience, but till then, you can build your follower base and successfully grow your business! Go for it...
Are you also suffering from a continuous decrease in organic reach? Do you reach less people than you'd like to? Try some of these tactics and let us know how it has helped :)